Pretty Polly brand makes move into beauty sector

Pretty Polly is entering the health and beauty market with a range of leg-care products, marking a departure from its existing lines of hosiery.

Love Legs, which will include moisturisers and tanning products, will be stocked exclusively by Boots and will be in stores nationwide by October. The initial launch will introduce four signature products: Bronzed Leg Gloss, Moisturising Leg Shimmer, Sheer Silk Leg Make-up and Natural Tan Leg Bronzer.

The launch coincides with Pretty Polly’s plans to set itself as “the leg experts” and reposition itself as a brand consumers can turn to for everything to do with legs.

The full Love Legs range comprises two collections; Prepare to Bare and Bare. Prepare to Bare products are Nourishing Shaving Butter, Hair Minimizing Leg Toning Cream and Lock-in Moisture Leg Oil. The Bare line is made up of Velvet Bronze Leg Balm, shimmers, bronzers and a sparkling leg gel. The entire range is expected to be in stores for spring 2008.

The extension to the Pretty Polly brand comes as part of a two-year strategy, developed after extensive consumer research.

The Courtaulds Legwear Brands-owned company says that the Love Legs launch will be supported by a significant amount of marketing activity.

Beattie McGuinness Bungay won the advertising account for the brand earlier this year. The agency launched its first campaign with outdoor executions for Pretty Polly Silver Fresh sports socks, including a 20m-high version in Chiswick (MW 21 June).

Sue Clague, Courtaulds Legwear Brands commercial director, says: “This is the next stage of our development plans for Pretty Polly. The brand is ideally placed to extend into leg care and create a new category with the Love Legs range.”

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